Toward a New Form of Strategic Alliances: The Crowdfunding

Due to the difficulties to get financing from mainstream financial institutions and with regard to their excessive demands, crowdfunding of new innovative projects develops nowadays and accounts for an essential alternative to take up the challenges of creating new projects and /or innovative ones. It represents a mechanism through online platforms offering a new distribution channel and communication for project creators and encouraging financial backers to contribute to their realization. Nevertheless, several barriers impede the implementation of this funding and certain conditions of realization are required to ensure the sustainability of the relationship between project developer and financial backer. The present work deals with this new concept of crowdfunding as a form of strategic alliance during the launch stage of a project. The emphasis will be put on the key elements of success of this agreement by referring to the main characteristics of a strategic alliance.